In the bustling food markets of Yangon, Myanmar, a quiet digital shift is taking place. Street vendors and small family-run food stalls are turning to their phones to reach more customers, and the results are striking.

New research by our PhD student Saka Bahadur, presented at the 11th International Conference on Business Management and Economics in Paris, explores what happens to sales when small informal food retailers start using mobile commerce platforms like Facebook Marketplace and food delivery apps.

Surveying 120 vendors across 36 townships in Yangon, the study found that adopting mobile commerce led to an average sales increase of 22%, with more than 80% of vendors reporting an improvement in their business after making the switch. For nearly a third of those surveyed, mobile commerce now accounts for more than 20% of their total revenue.

What makes these findings particularly meaningful is the context. These are not large retailers with dedicated digital teams. They are micro and family-run businesses operating in one of the world’s most challenging economic environments, finding ways to grow using nothing more than a smartphone and an internet connection.

Saka’s research argues that these results make a strong case for greater policy support, better digital infrastructure, and practical training to help more vendors make the leap.

To read more of Munna’s research, please visit his ResearchGate profile.